Apple Reportedly Testing AI-Powered Ad Technology

Apple has begun testing a new AI-powered tool with a small group of advertisers that automatically decides where to place ads on the App Store, Business Insider reports.

iOS App Store General Feature Black
Citing two individuals familiar with the matter, Business Insider claims that the AI-powered tool mirrors the functionalities of Google's Performance Max and Meta's Advantage+, which allow advertisers to specify their budget, target cost-per-acquisition, desired audiences, and geographical targets. Apple's algorithm then automatically determines the most effective placement of ads across the ‌App Store‌'s existing formats.

The initiative is said to be part of Apple's broader ambition to refine and expand its advertising offerings. Currently, Apple provides a variety of ad formats within the ‌App Store‌, including search tab ads, search results page ads, "you might also like" suggestions on app product pages, and ads on the "today" tab.

Business Insider speculates that the move toward AI-enhanced ad placements suggests a future where Apple could extend advertising to other apps and services within its ecosystem, such as Apple News, Stocks, and the recently launched Sports app. The website also today reported that a number of recent Apple hiring decisions may indicate plans to introduce an ad-supported Apple TV+ tier.

Top Rated Comments

orbital~debris Avatar
5 weeks ago
Not that kind of AI integration, Apple…
Score: 35 Votes (Like | Disagree)
Tubamajuba Avatar
5 weeks ago
The App Store should have no ads, no exceptions.
Score: 31 Votes (Like | Disagree)
vertsix Avatar
5 weeks ago
Why? I get there's a profitability angle here but it doesn't line up with Apple's core values.

Tim Cook needs to go.
Score: 19 Votes (Like | Disagree)
GeoStructural Avatar
5 weeks ago
Oh come on Apple, just say that you will be tracking our moves to sell us something "relevant", regardless if is done by a robot (algorithm, I know) or not.
Score: 12 Votes (Like | Disagree)
tYNS Avatar
5 weeks ago
Apple has decades of AI research to catch up on, and they give us.... Ads. That's legit. Improving our lives and enhancing the bicycle for our minds. Tim Cook has obliterated the core essence of Jobs virtues with technology and innovation. It's all about share holders and dollars again. May as well have hired Scully back. Vision Pro is literally the newton of the era.
Score: 11 Votes (Like | Disagree)
Rafterman Avatar
5 weeks ago
Yep, that's what everyone wanted from AI: a new way to show you ads.
Score: 9 Votes (Like | Disagree)

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